Shantanu Dutta

Dave and Jeanne Tappan Chair in Marketing and Professor of Marketing
Room / Office

PhD, University of Minnesota

Shantanu Dutta is an expert on strategic marketing, especially in B2B and technology markets. He also studies how firms use distribution, partnerships, and pricing to build competitive advantage. His research has been published in leading marketing, economics, management and statistics journals including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Quarterly Journal of Economics, Journal of American Statistical Association, Journal of Law, Economics and Organization, Management Science, and Strategic Management Journal. He served on the editorial board of the Journal of Marketing Research and Marketing Science.
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Sunghan Ryu, Shantanu Dutta, Baizhu Chen () ""Cross-Media Usage and Explorative Digital Music Consumption: An Optimum Stimulation Level Perspective and Evidence from China" ,"  New Media and Society.
Botao Yang, Sha Yang, Shantanu Dutta () "“Platform Service Offering to Business Customers: Strategic Considerations in Engendering Seller Use of Marketing Tools on E-Commerce Platforms" ,"  Marketing Science  Volume 41, , Pages 211-232..
Mehdi Nezami, Kapil Tuli, Shantanu Dutta () "The Shareholder Wealth Implications of Software Firms’ Transition to Cloud Computing: A Marketing Perspective ,"  Forthcoming Journal of The Academy of Marketing Science (JAMS) .
Yi Zhao, Sha Yang, Matt Shum, Shantanu Dutta () ""Modeling Mean-Deviation-and-Heuristic-Based Expectation: An Application to Consumer Level Progression in Online Gaming" ,"  Forthcoming Management Science.
Iman Sadeghi Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, Shantanu Dutta () "“Agency Theory and B2B Marketing: Review and Future Directions” ,"  Hand Book of Business to Business Marketing.
Saravana Jaikumar, Shantanu Dutta, Neeraj Sood () "“Impact of lifestyle diseases on income and household consumption: Evidence from an emerging economy” ,"  Health Marketing Quarterly, Vol 38, 2021-Issue 1, pages:35-49.
Mark Bergen, Shantanu Dutta, James Guszcza, Mark Zbaracki () "“How Can AI Help Companies to Set Prices More Ethically” ,"  Harvard Business Review.
Madhu Viswanathan, Saravana Jaikumar, Arun Sreekumar, Shantanu Dutta () ""Marketplace literacy education and coping behaviors among subsistence consumer–entrepreneurs during demonetization in India." ,"  Journal of Consumer Affairs, 1-24.
Trambak Banerjee, Gourab Mukherjee, Shantanu Dutta, Pulak Ghosh () "“A Large-Scale Constrained Joint Modeling Approach For Predicting User Activity, Engagement And Churn With Application To Freemium Mobile Games; ,"  Journal of American Statistical Association (JASA)  Vol 115, 538-554. .
Arif Ansari, Shantanu Dutta, Golnaz Mahmoodi-Hashemi, Ross Henderson () "Improving Returns for AdWords – Family Fun Atlantis Google AdWords Project ,"  OMBA Online Program - Canvas Website.
Prokriti Mukherji, Ramkumar Janakiraman, Shantanu Dutta, Surendra Rajiv () "“How Direct-to-Consumer Advertising For Prescription Drugs Affects Consumers’ Welfare: A Natural Experiment To Test The Impact of FDA Legislation” ,"  Journal of Advertising Research  57(1), 94-108.
Shantanu Dutta, Arif Ansari () "Improving Returns for Adwords ,"  OMBA Online Program - Canvas Website.
Luis Diestre, Nandini Rajagopalan, Shantanu Dutta () "Constraints in acquiring and utilizing directors’ experience: An empirical study of new market entry in the pharmaceutical industry ,"  Strategic Management Journal  36, 339-359.
Stefan Wuyts, Shantanu Dutta () "“Benefiting From Alliance Portfolio Diversity – The Role of Past Internal Knowledge Creation Strategy” (Stephen Wuyts and Shantanu Dutta) Forthcoming Journal of Management ,"  Journal of Management.
James Guszcza, David Schweidel, Shantanu Dutta () "“The Personalized and the Personal: Socially Responsible Innovation Through Big Data: James C. Guszcza, David Schweidel, Shantanu Dutta), Lead Article: Deloitte Review: January 2014. ,"  Deloitte Review.
Shantanu Dutta, Ramkumar Janakiraman, Prokriti Mukherji () "A Disaggregate Level Model of Social Contagion: Implications for Adoption and Usage of a new Product ,"  Work in progress.
Hernan Bruno, Hai Che, Shantanu Dutta () "“Role of Reference Price on Price and Quantity: Insights from B2B Markets” (Hernan A. Bruno, Hai Che, Shantanu Dutta) Forthcoming Journal of Marketing Research ,"  Journal of Marketing Research.
Shantanu Dutta () "“The Impact of Automation of Systems on Medical Errors: Evidence from Field Research” (Ravi Aron, Shantanu Dutta, Ramkumar Janakiraman, Praveen Pathak) 2011 Information Systems Research ,"  Information Services Research.
Shantanu Dutta, Alberto Vinhas, Sharmila Chatterjee, Adam Fein, Joseph Lajos, Schott Nelson, William Ross, Lisa Scheer, Qiong Wang () "Channel Design, Coordination and Performance: Future Research Directions ,"  Marketing Letters.
Janakiraman, Ramkumar, Catarina Sismeiro, Shantanu Dutta () "Does Spillover Occur Across Competing Brands?: A Disaggregate Model of How and When ,"  Journal of Marketing  46, 467-481.
Daniel Levy, Haipeng (Allen) Chen, Georg Muller, Shantanu Dutta, Mark Bergen () "Holiday Price Rigidity and Cost of Price Adjustment ,"  Economica.
Ramkumar Janakiraman, Shantanu Dutta, Catarina Sismeiro () "An Empirical Model of Persistence Among Physicians: Implications for Marketing Communication ,"  Management Science  54, 1080-1093.
Jorge Gonzalez, Catarina Sismeiro, Shantanu Dutta, Phillip Stern () "Can Branded Drugs Benefit from Generic Entry? - The Role of Detailing and Price in Switching to Non-Bioequivalent Molecules ,"  International Journal of Research in Marketing.
Stefan Wuyts, Shantanu Dutta () "Licensing in Technology Markets--Insights from the Biopharmaceutical Industry ,"  International Journal of Research in Marketing.
Ramkumar Janakiraman, Catarina Sismeiro, Shantanu Dutta () "Perception Spillovers Across Competing Brands: A Disaggregate Model of How and When ,"  Journal of Marketing Research.
Mrinal Ghosh, Shantanu Dutta, Stefan Stremersch () "Customizing Complex Products: When Should The Vendor Take Control” ,"  Journal of Marketing Research   43 , 664-679.
Om Narasimhan, Surendra Rajiv, Shantanu Dutta () "Absorptive Capacity of Firms in High Technology Markets: The Competitive Advantage of The Haves ,"  Marketing Science  25 , 510-524.
Georg Muller, Mark Bergen, Shantanu Dutta, Daniel Levy () "“Private Label Price Rigidity during Holiday Periods: The Role of Social Consumption” ,"  Applied Economics Letters  Vol 13, 57-62.
Kersi Antia, Mark Bergen, Shantanu Dutta, Robert Fischer () "How Does Enforcement Deter Gray Market Incidence? ,"  Journal of Marketing  70, 92-106.
Shantanu Dutta, Wagner Kamakura, Brian Ratchford () "Deterministic and Stochastic Approaches for Assessing Technical Efficiency ,"  Assessing Marketing Strategy Performance  Marketing Science Institute Research.
Shantanu Dutta, Om Narasimhan, Surendra Rajiv () "Conceptualizing And Measuring Capabilities: Methodology And Empirical Application ,"  Strategic Management Journal  26, 277-285.
Stefan Wuyts, Massimo Colombo, Shantanu Dutta, Bart Nooteboom () "Empirical Tests of Optimal Cognitive Distance ,"  Journal of Economic Behavior and Organization  58, 277-302.
Kerski Antia, Mark Bergen, Shantanu Dutta () "Competing With Gray Markets ,"  Sloan Management Review, 63-69.
Mark Zbaracki, Mark Ritson, Daniel Levy, Shantanu Dutta, Mark Bergen () "Managerial and Customer Costs of Price Adjustment: Direct Evidence from Industrial Markets ,"  The Review of Economics and Statistics  86, 514-533.
Stefan Wuyts, Shantanu Dutta, Stefan Stremersch () "The Role of Agreement Portfolios in Technology-Intensive Markets-Knowing The Right Mix for Innovation and Profitability ,"  Journal of Marketing  68, 88-100.
Mark Bergen, Shantanu Dutta, Mark Ritson, Daniel Levy, Mark Zbaracki () "Shattering The Myth of Costless Pricing ,"  European Management Journal.
Shantanu Dutta, Mark Bergen, Mark Zbaracki () "Pricing Process As A Capability: A Resource Based Perspective ,"  Strategic Management Journal  24, 615-630.
Surendra Rajiv, Shantanu Dutta, Sanjay Dhar () "Asymmetric Store Positioning and Promotional Advertising Strategies: Theory and Evidence ,"  Marketing Science  21, 55-73.
Shantanu Dutta, Mark Bergen, Daniel Levy () "Price Flexibility In Channels of Distribution: Evidence From Scanner Data ,"  Journal of Economic Dynamics and Control  26, 1845-1900.
Shantanu Dutta, Mark Bergen, Daniel Levy, Mark Ritson, Mark Zbaracki () "Pricing As A Strategic Capability ,"  Sloan Management Review  43, 61-66.
Mark Bergen, Shantanu Dutta, Daniel Levy () "Heterogeneity In Price Rigidity: Evidence From a Case Study Using Micro-level Data ,"  Journal of Money Credit and Banking  34, 197-220.
Robert Barsky, Mark Bergen, Shantanu Dutta, Daniel Levy () "What Can the Price Gap Between Branded and Generic Products Tell Us About Markups? ,"  Scanner Data and Price Indexes.
Shantanu Dutta, Mark Bergen, Daniel Levy, Robert Venable () "Menu Costs, Posted Prices, and Multiproduct Retailers ,"  Journal of Money Credit and Banking  31, 683-703.
Shantanu Dutta, Jan Heide, Mark Bergen () "Vertical Territorial Restrictions and Public Policy: Evidence From Industrial Markets ,"  Journal of Marketing  63, 121-134.
George John, Allen Weiss, Shantanu Dutta () "Marketing in Technology-Intensive Markets: Toward A Conceptual Framework ,"  Journal of Marketing  63, 78-91.
Shantanu Dutta, Om Narasimhan, Surendra Rajiv () "Success in High Technology Markets: Is Marketing Capability Critical? ,"  Marketing Science  18, 547-568. Finalist for John D. Little Award for best paper in Marketing Science in 1999.
Jan Heide, Shantanu Dutta, Mark Bergen () "Exclusive Dealing and Business Efficiency: Evidence From Industry Practice ,"  Journal of Law and Economics  XLI, 387-408.
Mark Bergen, Jan Heide, Shantanu Dutta () "Managing Gray Markets Through Tolerance of Violations: A Transaction Cost Perspective ,"  Managerial and Decision Economics  19, 157-165.
Daniel Levy, Shantanu Dutta, Mark Bergen, Robert Venable () "Price Adjustment At Multiproduct Retailers ,"  Managerial and Decision Economics  19, 81-120.
Daniel Levy, Mark Bergen, Shantanu Dutta, Robert Venable () "The Magnitude of Menu Costs: Direct Evidence From Large U.S. Supermarket Chains ,"  Quarterly Journal of Economics, 791-825.
Shantanu Dutta, Allen Weiss () "The Relationship Between A Firm's Level of Technological Innovativeness And Its Pattern of Partnership Agreements ,"  Management Science  43, 343-356.
Mark Bergen, Shantanu Dutta, Steve Shugan () "Branded Variants: A Retail Perspective ,"  Journal of Marketing Research.   33, 9-19. Finalist for the Paul Green award for the best paper in JMR for 1996. This paper was also the finalist for Long Term Impact O'Dell Award, 2000.
Madhubalan Viswanathan, Mark Bergen, Shantanu Dutta, Terry Childers () "Does A Single Response Category In A Scale Completely Capture A Response? ,"  Psychology and Marketing  13, 457-479.
Shantanu Dutta, George John () "Combining Lab Experiments And Industry Data In Transaction Cost Analysis: The Case of Competition As A Safeguard ,"  The Journal of Law Economics and Organization  11, 87-111.
Shantanu Dutta, Mark Bergen, Jan Heide, George John () "Understanding Dual Distribution: The Case of Reps and House Accounts ,"  The Journal of Law Economics and Organization  11, 189-204.
Shantanu Dutta, Mark Bergen, George John, Akshay Rao () "Variations in the Contractual Terms of Cooperative Advertising Contracts: An Empirical Investigation ,"  Marketing Letters  6, 15-22.
Shantanu Dutta, Mark Bergen, George John () "Governance of Exclusive Territories When Dealers Can Bootleg ,"  Marketing Science  13, 83-99.
Shantanu Dutta, Mark Bergen, Madhubalan Viswanathan, Terry Childers () "Categorization: A Fuzzy Set Conceptualization ,"  AMA Winder Marketing Educators' Conference.
Mark Bergen, Shantanu Dutta, Jr. Walker () "Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories ,"  Journal of Marketing  56, 1-24.
J. Gallo, J. Craycraft, Shantanu Dutta () "Incarceration and Fines: An Empirical Study of Antitrust Sanctions ,"  Review of Industrial Organization  3, 38-66.